Hello Lovie,

Twee-Q

Brief

Gender equality organization Crossing Boarders wanted to highlight gender inequality in a new thought-provoking way to get attention and to make gender inequality issues reappear on the political map.

Insight

We tend to focus on inequality issues that are distant: In board rooms, other countries, or our neighbours.

Strategy

We wanted to bring the issue much closer to each and everyone. To do that we had to identify a situation that everybody recognizes, and where we might interact differently depending on sex. We chose to focus on the conversation. Who do we tend to listen to, whose opinion do we higlight, and why?

Solution

We built Twee-Q, the first gender equality test on Twitter, and tapped into the largest conversation in the world.

Results

Twee-Q was the trending topic on Twitter for two consecutive days.

Swedish Government politicians tested themselves and spread the results on Twitter.

The total media reach was more than 30 million and Twee-Q was covered in most of the important Swedish newspapers, TV- and radio programs.

The campaign spread from user to user to more than a hundred countries.

Most importantly, people started to question their own behavior instead of merely judging others'.